Trucks, shovels and flats of flowers are Fred Anderson'stools for designing and installing custom landscaping. But when itcomes to marketing, he has only one tool: the human mouth.
One hundred percent of Anderson Landscape ConstructionInc.'s clients come from referrals, either from professionalarchitects and builders or from former clients. That makes thefive-person Lancaster, Massachusetts, firm an extreme example ofwhat marketers have always known but are beginning to rediscoverand re-emphasize--that word-of-mouth is one of the best tools inany marketer's arsenal.
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